Split Testing Creative Assets for FMCG: What Truly Impacts Conversion Rates?
Instead of assuming what works, savvy FMCG marketers use data to determine which creative elements drive action clicks, ads-to-cart, or direct purchases.
Why Creative Testing Matters for FMCG Brands
Unlike high-involvement products, quick impressions and emotional responses often drive FMCG purchases. Whether it’s a product image on Jumia, a carousel ad on Instagram, or a WhatsApp promotion, your design choices must work hard and fast.
By testing creative variations, FMCG brands can:
- Optimise digital ad performance
- Improve conversion on landing pages and product listings
- Refine creative direction for seasonal or limited-edition campaigns
- Lower cost-per-acquisition by focusing on what works
To see how persuasive creative strategy drives revenue across other industries, this article is a great reference, The Art of Persuasion: Crafting Creative Campaigns That Turn Microfinance Customers into Revenue Drivers
What Should You Be Split Testing?
Here’s a breakdown of creative elements FMCG brands should test regularly across digital platforms:
1. Visuals
- Product imagery: Clean vs. lifestyle shots
- Packaging focus: Close-up vs. context (e.g. the snack in a lunchbox)
- Colors: Test contrasting background tones to improve visibility and emotional response
2. Copy & Messaging
- Headline hooks: “Now with 50% more!” vs. “Nourish Your Day”
- Tone: Friendly/local slang vs. premium/aspirational
- Call-to-Action text: “Try It Today” vs. “Order Now”
3. Ad Format & Layout
- Static image vs. motion/animated ad
- Carousel vs. single image vs. video
- Placement of logos, price tags, or promos
When tested methodically, these small changes can uncover what your audience responds to best, especially in a highly visual FMCG space.
Creative Testing in Action: What to Measure
Split testing works best when paired with clear performance goals. Metrics to track include:
- CTR (Click-Through Rate): Which design draws the most attention?
- CVR (Conversion Rate): Which version drives the most purchases or form fills?
- ROAS (Return on Ad Spend): Which ad creative delivers more sales for less spend?
The goal isn’t to guess, it’s to use real-time data to validate design decisions.
Where Strategy Meets Execution
Successful creative testing isn’t just about swapping colours or trying new fonts; it’s about aligning visuals with your brand voice and consumer psychology. This is where a strong marketing communications team becomes essential.
To see how our team brings strategy and storytelling together, explore our expertise in Marketing Communications
Quick Tips to Start Testing Today
- Start small: Test one creative element at a time (e.g., background colour)
- Use built-in tools: Meta Ads Manager, Google Ads, and many eComm platforms offer A/B test features
- Let the data guide you: Avoid gut decisions, let audience behaviour dictate what scales
Remember, creative testing is not a one-off task it’s an ongoing process that leads to stronger insights, better engagement, and ultimately, more conversions.
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